Insurtech
VestGen Wealth Partners takes private credit from Willow Tree to fund acquisitions
By Felipe Bernal, . Insurance Wire.
VestGen Wealth Partners, the Chicago-based aggregator of financial advisory practices, has secured growth capital from Willow Tree Credit Partners to fund acquisitions and its advisor succession strategy, according to Coverager. Financial terms were not disclosed.
VestGen launched in late 2024 with ten financial advisory firms collectively managing, in Coverager's words, "$5.3 billion in assets." During 2025 it added nine practices representing $2.2 billion in client assets, bringing the total it now oversees to $8.5 billion. Willow Tree Credit Partners is a New York-based private credit firm focused on financing middle-market businesses.
The firm's model is built around helping advisors hand their practices to the next generation while keeping client relationships intact. Its service mix spans financial planning, tax, wealth management, insurance, and legal services. It also added VestGen Retirement Services during the period to serve retirement plan sponsors and participants.
The insurance component of VestGen's offering is worth watching for carriers and distributors. Aggregators of this kind increasingly bundle insurance alongside investment and tax services, which concentrates distribution relationships and can shift the leverage in carrier negotiations. A platform managing $8.5 billion in client assets, and still acquiring, is a meaningful distribution channel, and the addition of retirement services suggests the firm is building toward a more complete institutional offering.
What the Coverager report does not establish is the pace or size of future acquisitions, how many additional practices are in the pipeline, or what Willow Tree's credit facility looks like in terms of capacity. Those details would matter to anyone trying to gauge how quickly VestGen could scale further. The succession-focused model also raises a question the report leaves open: whether the practices being absorbed are primarily at the smaller end of the market, where succession planning is most acute, or whether VestGen is beginning to target larger firms.
Source: https://coverager.com/vestgen-secures-growth-capital-from-willow-tree/
Insurance Wire provides news and information, not insurance, legal, or financial advice. Consult a qualified professional about your specific needs.